You create the ad.

You select the photo. You write the copy. The ad hits the ILS, the print publication - whatever vehicle you've selected for running your advertisement. You wait for the results. And they never come.

You think perhaps it's the distribution of the media source, or maybe the demograhic; you typically blame it on everything but the content and the photography. But many times it's not the messenger, but the message that's the problem.

While visiting the great team at the Apartment Association of Greater Orlando last week, I surveyed the audience of approximately 150 attendees with the question, "How many of you DON'T have a pool at your community or building?" Perhaps six people raised their hands. Yet almost every property prominently featured a photo of their pool as their main 'statement' in their ads. Why? If pools are common and an expected amenity, does that do anything to set the community apart in their ads? The answer, obviously is ‘no'.

Second only to a photograph of an outdoor swimming pool was a photo of the property signage.

Now, I have to say that in all my years in the industry, I've never found a resident who moved to a community due to the signage. Or a prospect who was compelled to visit a property because of the signage as illustrated in the advertisement. Yet, consistently, signage is prominently featured in our industries' advertisements. That's something that needs to be changed, now.

When having your property photographed, do a few very basic things to prep for your day:

1. Water down the asphalt in front of buildings to be shot so the pavement appears to ‘glisten' and looks its best.

2. For the ever popular pool shot (that hopefully isn't your ‘featured' photo), straighten the chairs, open umbrellas, make sure the deck looks as perfect as possible and if it's watermarked by usage, wet down the entire deck for a uniform appearance.

3. Take a tip from Kristi Fickert of Village Green and stage your photos. Set up a pitcher of lemonade and glasses poolside or on the deck or in that clubroom. Shoot the photo from a perspective that includes the refreshments.

Do yourself a favor: Listen to your account executives. They WANT you to succeed and can help you craft a compelling advertisement for your property. Start with the photos.

What other improvements can you make to your property pictures?